Ammirati Puris Lintas shows the dramatic rescue of a British
hostage from his terrorist captors in a new commercial for the Rover
600, which breaks on national TV this week.
The 50-second film, entitled ’exchange’, opens on a barren, mountainous
landscape. The only sign of life is a Rover 600 which is half-blocking
the entrance to a bridge made from rusty girders.
Two smartly-dressed men stand by the car and scan the horizon with
A third, deeply tanned and clearly a local, sits quietly in the back of
the car. One of the men, using binoculars, spies a line of dust,
signalling the approach of a vehicle. He opens the car’s rear door and
indicates to the third man that it’s time to leave.
A battered lorry reaches the bridge and stops near the Rover. There is a
flurry of activity as the terrorists, who are packed into the rear of
the lorry, lift a blindfolded man out on to the road and welcome back
their compatriot from the rear of the car. While doing so, they chant
Meanwhile, the rescued hostage is manoeuvred into the Rover, still with
his eyes covered, and the car speeds smoothly away. The Rover’s front
window closes, excluding the unpleasant outside noise, and the
blindfolded man starts to feel the Rover’s plush leather upholstery.
Soon we see a glimmer of understanding appear on the former hostage’s
face - just from the feel of the car he begins to realise that he has
been rescued and is now in safe hands.
The voiceover explains: ’Once experienced ... it’s never forgotten.’ The
endline reads: ’Relax. It’s a Rover.’
’Exchange’ was created by Peter Harold, APL’s head of art, and Neil
Fazakerly, his copywriting partner. The commercial was shot on location
in Corsica by Simon Cheek of Spirit Films. The music is an arrangement
of Handel’s Largo. Media strategy and planning is by APL with media
buying through Zenith Media.
Harold said: ’The commercial is another demonstration of how each car in
the Rover range has been designed to reproduce a feeling of relaxed